Brand + Campaign + Package Design Process Book
Spring 2014
Shayne Smith
W H AT IS TH IN GC O NF ?
ThingConf is a conference for people who build online businesses around physical products. Or in a more basic sense, ThingConf is a conference for people who make a sell things online. The idea came to Rachel Binx, founder of Gifpop and Meshu, after realizing that there are not that many resources out there for people who want to turn creative ideas into a sustainable product. So she wants to bring creative entrepreneurs and inspiring makers together in one room to talk about all of the work behind the work. The focus will be on the work that happens after the initial idea – how to get that sketch and prototype of your thing into the real world. ThingConf is an opportunity to have some real talk with other creative entrepreneurs and the speakers are going to be droppin’ knowledge all day long. MAIN GOAL: Networking SUB-GOALS: – Learn from experienced professionals – Optional product photoshoots TOPICS: – Manufacturing – Selling (e-commerce) – Marketing – Shipping (international) – Return Policy – Customer Service SPEAKERS: – Jessica Rosenkrantz of Nervous System – Max Temkin of Cards Against Humanity – Pablo Garcia of NeoLucida – Sha Hwang of Gifpop + Meshu – Greg J. Smith of HOLO Magazine – Mary Huang of Continuum Fashion – Mike Estee of OtherMachine – Matthew Borgatti of Sleek and Destroy http://kck.st/1iK6NZ1
PHOTOGRAPHER: Brooklyn based artist and photographer Numidas Prasarn (NumiEmpire) has been working in the fashion and photography industry for 10 years. Dedicated to helping others gain aesthetic control of their lives she has produced, art directed, and photographed campaigns from both independent and established designers alike. The photo shoots will be offered in 30-minute sessions, and you will be guaranteed 3-5 shots from the session. Numi and her assistant are going to be working non-stop throughout the day, so you will be able to walk out of the conference with your finished photos! LOCATION: ThingConf will be happening at 155 Rivington, the old Kickstarter office! (coincidentally, it’s also where Rancid filmed their Time Bomb video) The building is located in Manhattan’s Lower East Side, smack-dab in the middle of cafes, restaurants, and bars, and ample public transportation. CREATOR: “Hi everyone! I’m Rachel Binx. I’ve been creating products and small companies for a couple of years now, namely with Gifpop and Meshu. When I was starting out, it felt like it took ages to figure out even the most basic aspects of getting a product out of the door. I want to help others avoid that experience by making a space where small business owners can come together and learn from each other.” RISKS AND CHALLENGES: This is the first ever ThingConf, but Rachel has a group of people helping her figure out logistics and take care of all of the tiny details. Most of the tickets are already sold, but the Kickstarter is under its goal of $7,500. The event is happening on August 3rd in Brooklyn, NY.
C O M P E TITI O N
ThingsCon in Berlin and the Hello Etsy Conference are not only competitors to ThingConf, but inspiration for this project. THINGSCON: ThingsCon is a two-day conference about the future of the hardware ranging from Internet of Things, connected devices and wearables to 3D printing and new manufacturing techniques. Although it has a very similar name to ThingConf, this conference is specific to tech-products. It is a much larger conference, and has a higher budget. Their campaign and graphics for the event was a simple website with illustrations, laser-cut nametags, and a free product. I got inspiration from this conference to have a free product for each atendee for ThingConf too. HELLO ETSY: The previous Hello Etsy conference was held in Brooklyn, NY – the same city ThingConf is held. The focus was on reimagining the Marketplace will address the future of consumption, new methods of production, alternative approaches to work, and more purposeful ways of doing business. Etsy is all about selling creative products, the focus of ThingConf. I looked at their campaign material to see how they spread their visuals to different elements. I was inspired by the cohesion of color and use of different materials.
VI S UAL DIRE CT I O NS
In order to develop a direction for the visual representation of ThingConf, I researched and explored three different directions relative to the topic. MASONRY: Masonry is the bare escentuals of product development. It’s the act of budiling structures from indivudual units or creating the stuctures themselves. There is also blacksmithing, which is the act of making the tools used in creating products. This visual direction involves a lot of vintage illustrations which could lead to a retro design. BLUEPRINTS: Another part in the design of products is creating blueprints. Blueprints are very detailed and involve a strict grid. This could lead to a detailed visual representation of ThingConf. WIREFRAMES: Wireframing is an important step in creating physical products. Sometimes they are drawn, but are mostly created using 3D programs. The detailed lines in a wireframe can make ThingConf interesting and relative to the initial steps in creating things and then eventually making physical prototypes.
I N S P IRATIO N /MO O D
Below is a collection of images that helped inspire the brand and overall visual campaign for ThingConf. This includes typography, color, shape, form, photography and graphic inspiration.
GRAP H IC IDE NT I T Y
Through multiple refinments, and some eperimentation with a blueprint style, I came up with a simple logo concept that involves a flat box with the letters T and C somewhat hidden within it for ThingConf. The box also represents 3D physical products, the focus of the conference. The logo can be in any of the four colors below. The box or typography logo can also be seen by itself.
D E S IG N C O M P S
SIDE OF BAG
POSTER (11” BY 17”)
FRONT OF BAG
D E S IG N C O M P S
FRONT OF NAMETAG
BACK OF NAMETAG
STICKERS
D E S IG N C O M P S
RES P O N S IV E W EB S I T E
D E S K TO P WE B SI T E
D E S K TO P WE B SI T E
D E S K TO P WE B SI T E
D E S K TO P WE B SI T E
D E S K TO P WE B SI T E
D E S K TO P WE B SI T E
M O B IL E WE B S I T E
M O B IL E WE B S I T E
M O B IL E WE B S I T E
M O B IL E WE B S I T E
P O S TE R
N A M E TA G
BACK
T- S H IRTS
S TIC K E RS
BAG
PRO DUC T G IV E AWAY
When attendees arrive at ThingConf, they can pick up a free Meshu product. Meshu is one of Rachel Binx’s online companies which takes a customers list of map coordinates and creates jewelry out of the connected points through 3D printing. I can imagine Rachel will want to promote her own product at this event, and the idea behind Meshu is very representative of what ThingConf is all about. I designed the boxes similarly to the other campaign pieces except I used the pink color of the Meshu brand. The interior explains the product. During critique, I recieved a great idea of when attendees register for the conference online, they have an option of entering important coordinates to them. They will have no idea what will happen with that information until they show up at the conference and recieve their specialized pendant Meshu necklace.
PRO DUC T G IV E AWAY
PRO DUC T G IV E AWAY
PRO DUC T G IV E AWAY
PRO DUC T G IV E AWAY